Sex in Advertising Has Increased, UGA Study Finds

A new study from the indicates the number of sexually themed ads in magazines has increased during the past 30 years.

The study looked at 3,232 full ads published over 30 years in magazines such as Cosmopolitan, Redbook, Esquire and Playboy, UGA Today reports.  Ads were categorized based on bare skin shown and physical contact between models, among other factors. The ads studied were selling a wide-variety of products, such as alcohol, health and beauty products, and banking services.

The study found most of the increase in sexual ads can be attributed to marketers that already used sex as part of their strategy, such as advertisers in the alcohol and entertainment industry. Most of the models in suggestive ads were female.

UGA Professor Tom Reichert, also head of the 's advertising and public relations department, found sex in advertising works because some believe they can get not only the product but the status being sold in ads. Some consumers may choose brands associated with sex or wealth because of the image portrayed instead of inherent value.

Using sex to sell products is not a new phenomenon. Previous research done by Reichert on the history of sex in advertising found that partial nudity and sexual themes as a marketing method has been used in America since the 1800s.

More recent studies have found people are likely to believe the high price of an item indicates high worth and that simple retail tricks, such as playing soothing music, can make shoppers browse for longer. 

Reichert's study was published in the Journal of Current issues and Research in Advertising. It was coauthored by UGA Advertising Professor Leonard Reid and University of Tennessee at Knoxville Assistant Professor Courtney Carpenter Childers.